What is Split Testing (A/B Testing)
First, let’s clearly define whether split testing is mandatory. It’s not. Lots of marketers never use it, and many are doing well enough. So what’s the point of doing something you can do without? That’s exactly how I was thinking about it these past years, until I tried.
This is a short definition of split testing (by Optimizely):
Split testing (also referred to as A/B testing or multivariate testing) is a method of conducting controlled, randomized experiments with the goal of improving a website metric, such as clicks, form completions or purchases. Incoming traffic to the website is distributed between the original (control) and the different variations without any of the visitors knowing that they are part of an experiment. The tester waits for a statistically significant difference in behavior to emerge. The results from each variation are compared to determine which version showed the greatest improvement.
Split testing: what does it mean
What split testing basically means is comparing two (or more) landing pages and deciding which one is the best for our business. It means that you have to set up different landing pages for your offers. By doing so, you can change things like headlines, CTAs (calls to actions), and others in order to see which combination brings you the best results. Real soon, you will see that one of them has better conversions that the others. This is the time when you should cancel every other page and only keep the one that’s converting best.
The time of testing can vary, but basically it’s not even all about the time of testing. It’s more about the number of visitors you collect, because like any other test, in order for it to give you the needed information, there has to be a certain amount of data collected. Meaning, you can’t judge by the sample of 5 visitors. When you collect 100 or more, this is already worth taking int account.
Why to do testing at all?
Optimization can bring you great results in any area of interest, and online marketing is no different. The more conversions you can get from a certain number of visitors, the better you will do.
Imagine a simple shoe store: what’s in it for you if among ten visitors only 1 buys a pair of shoes, compared to a situation when 3 of them decide for a purchase? Of course, you get 2 more sales. The same principle appllies to online stores. And that might be just because you’ve put a different banner on the page, or used a different wording in your heading. It works like magic.
What to measeure: Conversions
We should first clear up the meaning of the word conversion.
When you decide to publish a landing page (a website), you do it with a goal. It does not really matter what that goal is – you could set up an online shop and sell shoes, trousers, jewelry. You could set up a website and sell services, like plumbing or car repair. In all these cases, a finished sale would count as your conversion. The moment you receive the payment, your goal has been reached. So you can put that checkmark on your list and try to find even more paying customers.
One of the most popular goals in online marketing is building your email list. I’m talking about why you should do that in lots of other places, so I won’t be doing that here. In this case, your goal would be defined as getting people to sign up on your email list. From there, your autoresponder sequence will do the actuall selling.
The best way to do split testing
I’ not sure there is a simple answer to that question. Like any other dilemma, there are a number of factors that define the answer for each of us. This one is no different.
So, instead of just trusting me on a simple recommendation, I suggest you read a bit more about Split Testing (A/B testing). This way, you’ll make your informed decision much easier in the future and see which way is the best.
One thing I’m convinced of, though.
Split Testing (or A/B testing) is THE WAY TO GO. Read a bit more on the subject by clicking the link below.
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